Business Commons^™

Effects Of Socioeconomic Status On Consumer Behavior And Attitudes Towards A Brand’S Image, Abbey Haymond

Honors Theses

This research seeks to understand more about the effects of socioeconomic background on consumer behavior and its impact on the perception of brand images. Data from people of different SES were compared to understand how they view advertisements intended for different audiences and their corresponding effects. It was conducted by sending out a confidential, voluntary survey to a convenience sample targeting 100 consumers. Consumers were asked to rate statements, on a scale of one to five, for each of the research questions to assess specific aspects of their consumer attitudes and behaviors. The high SES group has a higher average …

How Do You Measure A Brand’S Value?, Samir Dixit

Perspectives@SMU

There is an ISO standard, and a brand could be worth more than you initially thought

Brand Hate Internationally: A Validation Study From Slovenia, Marc Fetscherin, Maja Konecnik Ruzzier, Sabrina Ivanov, Mitja Ruzzier

Faculty Publications

This paper follows the call by Yadav and Chakrabarti (2022) for more research on brand hate across different countries. Empirical studies predominately used US (19 papers), UK, France (6 papers each), Italy, India and Pakistan (4 papers each) samples. This paper explores brand hate in Slovenia, a new and different cultural setting. Based on 234 consumers, our results validate the feeling of brand hate in line with previous studies, but the way it manifests is different. Comparing our results to previous studies, we find Long Term Orientation drives which antecedents is the most important one whereas Individualism drives brand hate …

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

Association of Marketing Theory and Practice Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

The 2020 Impact: Rethinking Brand Approach To Sustainability Through A Postcolonial And Environmental Justice Framework, Simone Hassan-Bey

Business/Business Administration

Social unrest as a result of a pandemic and the movement for Black lives created a greater demand for big brands to increase their involvement in social responsibility. In this work, I examine the relationship between big brands to their colonial and environmental legacies to analyze how they have historically responded to social justice issues and how it has helped or hindered their journey towards sustainability. My research suggests that these brands may be failing to live up to their social responsibility claims because they struggle to see how the two actors are interconnected, as a result, I offer a …

Lokotopia: Expansion To China Doesn’T Have To Be A Gamble, Yiqing Pin Cai

MSc in Innovation Capstone Projects

Addressed the problem of Southeast Asian brands to enter the China market, reviewed existing market solutions, presented their solution which was tested through global Chinese consumers. Introduced LOKOTOPIA services, with some cases for market validation.

Anti-Consumption In The Context Of Brand Relationships, Marc Fetscherin, Raghabendra Kc

Faculty Publications

This paper presents a conceptual model that outlines the various brand relationships consumers have with a special focus on negative brand relationships that relates to anti-brand behaviors.

Based on the empathy map, the model consists of four main parts: how consumers think (share of mind) and feel (share of heart) about brands, which in turn effects what consumers say (share of voice) and do (share of wallet) with them.

The model combines more than 40 branding concepts into one comprehensive, coherent, unified and easy-to-understand model where concepts are categorized by their degree of intensity.

Models For Brand Relationships, Marc Fetscherin, Cleopatra Veloutsou, Francisco Guzman

Faculty Publications

No abstract provided.

Hospitality Brands: What Do Consumers Want?, Faizan Ali, Seden Dogan, Gozde Turktarhan, Cihan Cobanoglu

University of South Florida (USF) M3 Publishing

Hospitality means more than being hospitable. It deals with emotions, trust, and interactions. It means being friendly and helpful, welcoming, and considerate, understanding needs and expectations, responding in quick and respectful ways. As an industry, hospitality is based on a human-centered philosophy, influenced by religions and cultural traditions.

Over the last few decades, the global hospitality industry has grown by leaps with more than 1000 hotel brands. This means travelers have several options to choose from. Hoteliers need to reach out to them in different ways. Hospitality industry offers tangible and intangibles to develop experiences. Therefore, building a consistent identity …

Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu

Association of Marketing Theory and Practice Proceedings 2021

Affect is a core construct in the understanding of how consumers respond to marketing stimuli, such as brands, products, and communications, and is critical in the achievement of marketing outcomes (Erevelles 1998). Despite an extensive body of literature on affect in marketing that exists today, there appears to be an incomprehensible gap in the literature on the study of one type of emotion. This emotion has been described as “humanity’s most important emotion,” and the “one emotion (that) inspired our greatest achievements in science, art, and religion” (c.f., Prinz 2013, p1). That emotion is wonder. Adam Smith, often known as …

Memes And Copyright: Article 13, Branding, And Digital Remix Culture, Yasemin Beykont

Theses and Dissertations

This study investigates the impact of the EU digital copyright directive, Article 13, on memes and internet culture. Due to their transformative nature, it is tricky to fit memes into a traditional copyright framework. Article 13’s filter algorithms will be coded to detect posts that make use of intellectual property, thereby complicating the use of copyrighted images drawn from film and television. This study includes a discourse analysis of news coverage of Article 13 to explore how various groups characterized the value of meme culture and the threats posed by the new directive. It also includes a textual analysis of …

Market Coverage, Franchise Ownership, And Outlet Survival, Jingbo Zhang

Graduate Theses and Dissertations

This dissertation investigates the relationships between market coverage, franchise ownership, and franchise outlet survival rate.

In the first essay, I develop a spatial market coverage measure by integrating geocodes of outlets across five fast-food franchise systems. This spatial market coverage builds upon one navigation system algorithm by utilizing geographic coordinates. This measure can be applied by entrepreneurs to examine their geographic coverage and address issues of market oversaturation and lack of coverage.

In the second essay, I extend the spatial market coverage and examine how this spatial market coverage and franchise ownerships affect franchise outlet survival rate, which has not …

Brand & Celebrity Associations: An Investigation Into Brand & Celebrity Trait Congruence And The Potential For Trait Transference, Pamela S. Merriman

Honors Theses and Capstones

In today’s marketplace, a significant amount of brands are utilizing celebrity endorsers as a marketing tool. Traits of the brand and the endorser are typically not congruent. As a result, trait transference between a brand and a celebrity can occur once the brand and celebrity endorser are linked in the consumer’s mind. Further, celebrity endorsers often endorse multiple brands at one time. Therefore, it may be possible for traits to transfer from one brand to another via a common celebrity endorser. Although research has shown that the traits of celebrity endorsers can influence br and perceptions and vice versa, no …

Global Brands And Drivers Of Consumers’ Purchase Behavior: A Multi-Dimensional Perspective, Nayyer Naseem Naseem

Wayne State University Dissertations

As the world moves towards global economic interdependence and international cultural exchanges, more firms are looking towards expansion into overseas markets, to take advantage of emerging business opportunities and available resources. For a firm, that plans to sell its offerings in any foreign market, it is important to understand the consumer behavior and idiosyncrasies predominant in that market, to be more informed, competitive, and successful. Extant research on the dynamics and drivers of consumer’s buying behavior in a global market place has primarily focused, either on the impact of consumers’ personal predispositions, or the influence of brand/product related perceptions, or …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

The Cult Of Cultural Consumption In The United States: How Class Stratification Shapes The Social Realms Of Consumer Brand Perception, Nelligan Rose Boff

Honors Theses

An individual’s social position shapes taste culture as it pertains to fashion and branding. The purpose of this research is to develop more knowledge on who or what social factors are driving consumer’s perception of the brands they want, or don’t want to buy. The perspective of consumption seems to transcend self-interest alone and this thesis aims to analyze the extension of that transcendence. Brands are not merely relating to consumers through a relationship of functional need, but also interfere and are driven by social relationships between consumers. There is evidence that suggest that consumers might interact with brands that …

Do Houses Have Brands?, Melanie Eva Bruce

Association of Marketing Theory and Practice Proceedings 2016

Brands have been shown to create identity, and theories of branding are used to explain purchase decisions. The importance of consumers’ creation of identity through consumption has important implications for housing. While traditionally reflected as a rational economic decision, the real estate purchase decision has been shown to incorporate much more (Marsh & Gibb, 2011). Research, by Beer et al. (2007), showed that housing is increasingly being used both as a location for, and object of, higher level consumption.

Self-congruity theory proposes that consumers attempt to preserve or enhance their self-image by selecting brands with ‘images’ they believe are congruent …

Quick Recap Of This Week's Biggest Customer Services News That Rocked Uk, Lissa Coffey

LissaCoffey

The Evolution Of Loyalty Intentions, Michael D. Johnson, Andreas Herrmann, Frank Huber

Michael D. Johnson

The drivers of customer loyalty intentions are dynamic. What remains unclear is how these intentions evolve through the introduction and growth phases of a life cycle. Using a longitudinal study of cellular phone customers, the authors demonstrate that loyalty intentions are a function of perceived value early in the life cycle. Over time, more affective attitudes toward the brand and the relationship with the company come to mediate the effects of value on intentions. The results suggest that from the introduction to the growth stage of a life cycle, managers must adapt from improving value per se to measuring and …

The Economics Of Trademarks, Jorge V. Ramos

FIU Electronic Theses and Dissertations

There is extensive literature in several areas of academic study (marketing, international business, law, business finance, etc.) regarding brand names and trademarks. Different fields of study have analyzed the nature, applications and effects of brands and trademarks on firms and societies through their own unique perspective. But although brands and trademarks play a crucial and vital role in economic matters related to firms and societies, there does not exist a strong literature from the economic field approaching important issues related to them. Of special interest to us are the effects brands have on the strategies firms create and follow in …

The Persuasive Aspect Of Brands, Kaylie A. West

Williams Honors College, Honors Research Projects

This is a state-of-the-art review, which discusses the tactics and Theories that go into enhancing a brand’s persuasive ability, and discusses how corporations go about creating an influential and successful brand identity. With constant technological innovation and evolving buyer behavior, it is important for corporations to take into account the importance of constantly developing and enhancing their brand. In this review, there is a discussion of the differences between brand and brand image, the importance of congruence between the brand and the consumer, an overview of marketing and advertising communication, and the use of endorsements and celebrities to strengthen brand …

Branding Of Post‐Purchase Ancillary Products And Services: An Application In The Mobile Communications Industry, William Baker, Donald Sciglimpaglia, Massaud Saghafi

William E. Baker

Purpose – After the sale of a primary product, firms often have the opportunity to sell ancillary products or services in support of the primary brand. These add-ons or services may be offered in a generic or in a branded form. The aim of the this paper is to study the demand for add-on services in the mobile communications industry and to detail a methodology that can be employed to make this assessment. Design/methodology/approach – A field experimental design approach using two-brand manipulations, four-price points and six content applications was employed. The study was fielded at a mall intercept facility …

Corporate Brand Management In Higher Education: The Case Of Erau, Tamilla Curtis, Russell Abratt, William Minor

Dr. Tamilla Curtis

There is evidence in the literature that organizations struggle to formulate and implement their corporate branding strategies. This paper aims to provide an overview of the corporate brand building process in higher education. Design/methodology/approach – A qualitative methodology was used in this study. A single case study of a private American university was used to gather information about their corporate brand building process. University administrators and documents were used to gain insights into their brand building process. Findings – The corporate brand building process addressed three key areas; web administration, program marketing and corporate brand positioning. The corporate brand building …

Consumer Brand Relationships Landscape, Marc Fetscherin, Daniel Heinrich

Faculty Publications

This article sheds light on the current state of research on consumer brand relationships (CBR) and presents two distinct taxonomies, respectively, theoretical frameworks that help to classify CBR research. First, the 'brand connection matrix' that classifies brand relationships into functional-based (low versus high) and emotional-based (low versus high) connections to brands. This framework leads us with a 2 × 2 matrix consisting of four quadrants, each of which are discussed. Second, the 'brand feeling matrix' classifies consumer's relationships with brands by grouping them into the strengths of relationships (weak versus strong) and the consumers' feeling toward the brand (positive versus …

Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina

WCBT Faculty Publications

This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …

Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman

John Rossiter

Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, …

Activating Health Goals Reduces (Increases) Hedonic Evaluation Of Food Brands For People Who Harbor Highly Positive (Negative) Affect Toward Them, Lauren F. Mayor, Paul M. Connell

Faculty of Marketing & International Business Publications

Associations of pleasure and fun with junk foods have the potential to create considerable challenges for efforts to improve diets. The aim of this research was to determine whether activating health goals had the potential to exploit mixed motivations (i.e., health and pleasure) that people have related to food, and subsequently strip junk foods of the expected pleasure derived from them. In study 1, 98 participants evaluated a soft drink brand after being primed (not primed) for health. In study 2, 93 participants evaluated a presweetened breakfast cereal brand after being primed (not primed) for health. In both studies, participants …

Customer Brand Engagement On Online Social Media Platforms: A Conceptual Model And Empirical Analysis, Justina Malciute, Polymeros Chrysochou

Polymeros Chrysochou

The aim of this paper is to contribute to the knowledge of a newly emerged concept of customer engagement with brands in the context of online social media platforms. Drawing on the overview of currently available academic literature and the results of a quantitative consumer study, the paper delivers a thorough investigation of the concept and proposes a conceptual model of customer brand engagement on online social media platforms. The study suggests that customer brand relationship related factors will influence the level of customer engagement, which in turn will affect the levels of behavioral loyalty and intention to recommend the …

Brand Standards, Division Of Marketing And Communications

General University of Maine Publications

UMaine’s brand standards are guides to help members of the university community be part of the University of Maine brand. The goal is not to make all UMaine printed and online communication look identical, but rather as members of the same family.

Emotional Branding Pays Off: How Brands Meet Share Of Requirements Through Bonding, Companionship, And Love, John Rossiter, Steven Bellman

Faculty of Commerce - Papers (Archive)

Emotional branding is defined here as the consumer’s attachment of a strong, specific, usage-relevant emotion—such as Bonding, Companionship, or Love—to the brand. The present large-scale survey of buyers of frequently purchased consumer products finds that, for such products, full-strength emotional branding is attained among, at most, only about 25 per cent of the brand’s buyers but that, if attained, it pays off massively in terms of personal share of purchases. Emotional branding may well be more widely effective for high involvement, positively motivated products (not surveyed here). It seems that advertising can generate the expectancy of strong, specific, emotional attachment, …