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Author: Vijay Ganesh Hariharan Publisher: ISBN: Category : Languages : en Pages : 41
Book Description
The branding literature assumes that the higher a brand's equity, the greater is its behavioral loyalty. In this research, we develop a conceptual framework that explains the off-diagonal relationship between brand equity and behavioral loyalty (i.e., high equity but poor loyalty and vice versa) by identifying five shopper marketing related factors that potentially moderate this relationship. We adopt a multi-method approach by mailing surveys to collect shoppers' attitudinal data on brand equity and the moderators for ten brands in two product categories, and then merging it with each household's corresponding purchase data from a frequent shopper scanner panel to empirically test our framework. Findings reveal that approximately 40% of consumers exhibit high brand equity but low behavioral loyalty or vice versa. The relationship between brand equity and behavioral loyalty is accentuated by perceived in-store presence and importance of brand choice decision, and attenuated by the brand equity of competitors. Our findings provide several implications for brand manufacturers to address specific moderators and to highlight in advertising distinct dimensions of brand equity in different contexts and for retailers for their assortment, promotion and product placement decisions to strengthen the brand equity-behavioral loyalty relationship.
Author: Vijay Ganesh Hariharan Publisher: ISBN: Category : Languages : en Pages : 41
Book Description
The branding literature assumes that the higher a brand's equity, the greater is its behavioral loyalty. In this research, we develop a conceptual framework that explains the off-diagonal relationship between brand equity and behavioral loyalty (i.e., high equity but poor loyalty and vice versa) by identifying five shopper marketing related factors that potentially moderate this relationship. We adopt a multi-method approach by mailing surveys to collect shoppers' attitudinal data on brand equity and the moderators for ten brands in two product categories, and then merging it with each household's corresponding purchase data from a frequent shopper scanner panel to empirically test our framework. Findings reveal that approximately 40% of consumers exhibit high brand equity but low behavioral loyalty or vice versa. The relationship between brand equity and behavioral loyalty is accentuated by perceived in-store presence and importance of brand choice decision, and attenuated by the brand equity of competitors. Our findings provide several implications for brand manufacturers to address specific moderators and to highlight in advertising distinct dimensions of brand equity in different contexts and for retailers for their assortment, promotion and product placement decisions to strengthen the brand equity-behavioral loyalty relationship.
Author: Charitha Harshani Perera Publisher: Springer Nature ISBN: 9811950172 Category : Business & Economics Languages : en Pages : 284
Book Description
This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Author: Jessica Lichy Publisher: Cambridge Scholars Publishing ISBN: 1527535835 Category : Business & Economics Languages : en Pages : 209
Book Description
Based on ongoing research at IDRAC Business School (France) and drawing from guest lectures at international partner universities, this volume discusses the changing landscape of 21st century business. Written by scholars and practitioners across the globe, it covers a number of business-related issues, ranging from contemporary consumer trends to management styles, underscoring the notion of the global village and drawing attention to subtle differences. The book will appeal to undergraduates, postgraduates and managers who have an interest in how theories can be used to explain and identify the changes taking place in the global, online business environment.
Author: Joanna Paliszkiewicz Publisher: Taylor & Francis ISBN: 1000968898 Category : Business & Economics Languages : en Pages : 228
Book Description
Trust in communication and leadership is the key to success in business. This book presents and discusses the main issues and challenges posed by communication, leadership, and trust. The first part of the book describes the communication and trust issues, the second part presents the role of trust in leadership, and the third part describes different examples of implementing trust to organizations. Readers will gain from this book theoretical and practical knowledge of communication, leadership, and trust; empirically validated practice regarding trust and its related concepts; and a novel approach for addressing this topic. This book can be used as a toolbox to improve understanding and opportunities related to building trust in organizations and will be especially valuable for students and researchers in the fields of leadership, organizational communication, business ethics, and trust research.
Author: Francisco J. Martínez-López Publisher: Springer ISBN: 3030189112 Category : Business & Economics Languages : en Pages : 206
Book Description
The 2019 International Conference on National Brand & Private Label Marketing is a unique academic forum for presenting and discussing original, rigorous and significant contributions from researchers around the world on marketing issues that retailers, store brand managers and national brand managers are facing. The three-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and statistics. Further, it addressed diverse areas of application such as innovation, retail market structure, social media, consumer decision-making, store loyalty, assortment size, digital transformation, ethical aspects, cultural dimensions, and private label pricing. This volume gathers the proceedings of the 2019 NB&PL marketing conference in a collection of outstanding contributions that employ a wide variety of theoretical and methodological approaches.
Author: Russell H. Fazio Publisher: ISBN: 9781841690094 Category : Psychology Languages : en Pages : 491
Book Description
The study of likes and dislikes - what social psychologists refer to as "attitudes" - has been a central focus of the field for decades. What are attitudes? How can we study and measure them scientifically? How are they formed and changed? Of what functional value, if any, are they? How do they come to influence our attention, perception, judgments, and behavior? These are among the questions that have spurred social psychological research on attitudes, and they are among the issues addressed in this volume. The articles reprinted in this collection represent noteworthy developments in the field's understanding of attitudes. Together, the readings provide a representative and broad coverage of the literature, illustrating well what the field has come to learn about the structure, function, and consequences of attitudes.
Author: María Jesús Yagüe Guillén Publisher: MDPI ISBN: 3039213350 Category : Business & Economics Languages : en Pages : 122
Book Description
Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).
Author: Nilanjan Ray Publisher: CRC Press ISBN: 1315341646 Category : Business & Economics Languages : en Pages : 269
Book Description
Tourism Marketing: A Strategic Approach presents a variety of practical application tools, skills, practices, models, approaches, and strategies that are proving themselves effective in tourism marketing. The volume considers overall infrastructure, socioeconomic conditions, and modern tourism business infrastructure in discussing the efficiency of good strategies and practices and their impact on business and economic growth. Tourism is one of the fastest growing industries, and in the next few decades, it will play a role in many fields, such human resources, national economic growth, and more.
Author: Vijay Ganesh Hariharan
Author: Vijay Ganesh Hariharan
Author: Charitha Harshani Perera
Author: Jessica Lichy
Author: Christian Homburg
Author: Joanna Paliszkiewicz
Author: Francisco J. Martínez-López
Author: Russell H. Fazio
Author: Khalid Hussain
Author: María Jesús Yagüe Guillén
Author: Nilanjan Ray