Marketing Commons^™

The Effects Of Perceived Brand Globalness On Consumer Responses To Brand Failures, Xue Gao

Lingnan Theses

Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. …

The Portrayal Of Native American Stereotypes: A Semiotic Analysis Of Sports Logos Overtime, May Aung, Jordana King, Kyle Kivimaki, Ryan Kolten, Scott Mccreary, Kevin O'Doherty, Alyssa Rodrigo

AMTP Proceedings 2010

Mascots and logos play a crucial role in the branding of sports teams. When establishing a logo, organizations want a sign or symbol that is meaningful and widely recognizable. This study examines the portrayal of Native American Indian stereotypes within sport team logos of the Cleveland Indians, the Atlanta Braves, the Washington Redskins, the Chicago Blackhawks, the Syracuse Orange, and the Illinois Illini over a 90 year period. The study consists of a semiotic analysis of six major sports team logos, their logo changes and a review of external factors over time. Practical implications as well as future research are …

Organizational Ethics: The Ethical Beliefs Of Marketing Managers In Trinidad And Tobago, Mohammed Y. A. Rawwas

AMTP Proceedings 2010

As a result of the recent corporate scandals involving Bernard Madoff, AIG, Enron, WorldCom, Tyco, Health- South, Martha Stewart, and the Wall Street analysts and the accounting firms (such as Arthur Andersen) that supported them, a growing concern has emerged about the quality of today's marketing managers' ethical beliefs. Epistemologists contend that belief is an ethical process that is susceptible to the intellectual virtue or vice of one's own life and personal experiences. Open-mindedness, curiosity, careful thinking, creativity, and intellectual courage are the foundations of epistemic virtues. Closed-mindedness, intellectual overconfidence, intellectual conformity, and wishful thinking are among epistemic vices. The …

Exploring B2b Brand Equity: Beyond The Traditional Models, Rick Mathisen, Michael Musante

AMTP Proceedings 2010

The original concept of brand equity was proposed by David Aaker in 1991. Subsequently Keller also proposed that concept of reseller brand equity. Brand equity in Aaker’s and Keller’s models was based on the value of the brand to the consumer. Little research or models have been proposed that address brand equity of B2B products. Yoo and Donthu tested a model of brand equity in the consumer market. The inputs were based on distribution intensity, store image, pricing, advertising and price deals. These were found to affect perceived quality, brand loyalty and brand associations consistent with the Aaker model. The …

Emotional Branding: Obama’S Bottom-Up Campaign, Genevieve Ann Munoz

Communication Studies

No abstract provided.

Valuating Brand Equity And Product Related Attributes In The Context Of The German Automobile Market, Marc Fetscherin, Mark Toncar

Faculty Publications

The concept of consumer-based brand equity has been discussed widely in the literature and there are a wide variety of both quantitative and qualitative measures used to assess it. For the most part, previous research has studied the way a brand and product attributes are perceived in a consumer’s mind and the empirical data used in most studies is based on self-reported survey data. In this research, objective data from the largest German Automobile Association, including actual prices, objective quality ratings of product attributes and market share of brands are used to estimate their effect on the actual price set …

Branding Pakistan For The Future, Umair Naeem

Business Review

INTRODUCTION

1.1 BACKGROUND AND CONCEPTS Branding products has been a concept that has been there and thereabout since the ages, and internationally it has gained prominence as a means for building a product or service's identity and personality. Brands such as Nike and Apple stand as testament to the massive influence that Branding a product successfully can have on its future and popularity. Both the said Brands evoke feelings in almost all consumers' mind that other products can only envy. Branding hence looks to provide a product or a service with an identity, which can be called its own, and …

Successful Branding By Pran K Choudhury, Universities Press, 2000., Vijay G Vancheswar

IIMB Management Review

Successful Branding is a good amalgam of real-life Indian case studies which highlight the role of branding in successful marketing. While most of the cases revolve around fast moving consumer brands, given the sensitivity of this category to market perceptions, houdhury does provide interesting cases of brand creation in low interest category commodity products such as cement(Ambuja Cement) and intermediate products such as denim (Arvind Mills).

Editorial, N Balasubramanian

IIMB Management Review

The opening up of the economy has brought in its wake a surfeit of international brands that are now available to Indian customers. Many of these brands are internationally strong and it is no surprise that the qualitystarved Indian consumer is increasingly turning to these trusted names. What happens to the desi brands that have been assiduously built up by business houses within the country? The Round Table this time looks at this issue and seeks to investigate which way Indian brands are headed. Among the articles presented in this issue are two that address issues relating to rewards. Abhoy …

Defining Indian Brands, Mithileshwar Jha

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Indian Brands : Quo Vadis: The Round Table Discussion, Mithileshwar Jha

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Future Research Directions: Some Pointers, N C B Nath

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Indian Brands : Quo Vadis: A Framework For Discussion, N C B Nath

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …

Branding The Invisible, Umesh Rajamani

IIMB Management Review

Round Table features an exhaustive discussion on Indian Brands ? beginning with the definition of an 'Indian' brand and elaborating upon the origin, the home and the 'soul' of brands, the various aspects of building and managing Indian brands particularly in the face of competition from MNCs; brand extensions and how brands cope with the vagaries of the market. Several interesting issues on methodology and research were raised. In order to present a truly broad spectrum of views on brands and complement the Round Table discussion, Pradeep Kumar spoke to a cross section of marketers in various product and service …