Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Nandy, Subarna; Sondhi, Neena

doi:10.1177/0972150919878072

Cited by 19 publications

(13 citation statements)

References 101 publications

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“…Employees' own reputed brand gives them a sense of brand pride. This feeling in employees connect them emotionally to the customers' brand (Ansari and Kashif, 2019;Nandy and Sondhi, 2020).…”

Section: Qmr 245mentioning

confidence: 96%

Enhancing brand experience in the online social media network context: a contingency perspective

Marmat

2021

QMR

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Purpose Marketing and branding literature has provided important insights into the context, environment and individual factors that shape customer brand experience. However, a holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered. In addition, main focus of the previous research is on antecedent and consequence of brand experience rather strategy for enhancing brand experience. This paper aims to propose a contingency model for enhancing brand experience to provide a more holistic framework in the uncertain and complex nature of online social media network. Design/methodology/approach The proposed framework is based on previous literature that is identified and integrated to propose effectiveness of the contingent determinants on brand experience in different interactional circumstances. Findings The proposed framework implies that brand characteristics and interactive complexities of online social media networks cause contingency to the marketers or brands’ strategic attempt in delivering superior brand experience in online social media network context. These forces are as follows: online social media network characteristic (interactivity); brands’ co-creation characteristics (consumers’ and stakeholders’ participation); brand’s technical and operational competency (brands’ knowledge, ease of interactive platform); internal human resource characteristics (employees’ behaviour, brands culture, brands reputation); and customer interactive characteristics (customer demographic characteristics, customer motivation, customer attitude). These identified forces can be optimized to formulate strategies in the interactive medium for enhancing brand experience. Research limitations/implications This paper proposes a contingency model as well as research propositions that need to be validated and confirmed empirically. While narrowing down the current identified gap in brand experience literature by proposing a novel perspective to the concept, this research broadens and deepens understanding of the concept of brand experiences, how it is linked to the context and contextual factors. This contingency framework elucidates the resources that marketers, practitioners can use to enhance, limit or maintain all the dimensions within brand experience. Originality/value A holistic view on context and environmental influence on enhancing brand experience, specifically in the online social media network context, has not been considered so far. Although literature demonstrates the positive outcome of brand experience, little attention has been paid to enhancing customer brand experience, specifically in the context of online social media networks with various complex forces acting and influencing the way customers experience a brand.

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Section: Qmr 245mentioning

confidence: 96%

Enhancing brand experience in the online social media network context: a contingency perspective

Marmat

2021

QMR

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“…The impact of brand equity varies based on the type of goods (Hilgenkamp & Shanteau, 2010; Wear et al., 2016). Understanding phenomenology can be facilitated by brand equity (Nandy, 2020). Dimensions of brand equity encompass quality perception, brand loyalty, brand awareness, and brand association (Washburn & Plank, 2002).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Finding reasons to choose a campus: The impact of social media and brand strategy

Nofrizal,

Juju,

Aznuriyandi

2024

Higher Education Quarterly

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This study comprehensively identifies the determinants in students' campus selection decisions, emphasizing the crucial role of brand pride in the process. With the participation of 704 students in an online survey through the Google Forms platform and analysis using SEM‐SmartPLS 4.0 Structural Equation Modelling, this study presents a solid empirical foundation. The results confirm that social media and content marketing strategies are not just supporting tools, but play a significant role in building brand equity. In addition to being relevant for understanding the dynamics of student decisions, this research provides in‐depth insights into the optimization of university brand image through social media and content marketing. Its contribution is not only limited to the academic realm, but also has practical implications that can help universities increase institutional appeal through improving their marketing strategies.

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“…Similarly, constant usage of similar products will also help to develop loyalty towards the products' brand. It is argued that an amalgamation of tangible and intangible aspects within products and its brand constitute consumers' preferences towards a particular brand [55]. This relationship is considered unique, and corporations worldwide are seeking to develop this type of relationship.…”

Section: Brand Equitymentioning

confidence: 99%

Communicating Sustainable Brand Equity in a High Carbon Footprint and High-Risk Sector: Comparing Malaysia and Indonesia Oil and Gas Industry

et al. 2023

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The oil and gas industry is classified as a high carbon footprint and high-risk sector from the sustainable development perspective. Its operational activities risk potential threats to the environment and the local community. Globally, there are multiple cases of local community discontent towards oil and gas operations in their area. Consequently, the oil and gas industry shifted into corporate social responsibility (CSR) activities to indicate their dedication to sustainability. Studies have been conducted to investigate the impact of CSR activities on the oil industry. However, there is still limited research looking into sustainable brand positioning, which might be affected by the execution of multiple CSR programs by the industry. Looking into the oil and gas industry in Malaysia and Indonesia, this study compared the industry’s sustainable brand positioning amongst the local community. By adopting Aakker’s brand equity model, this study investigated the effect of sustainable brand awareness, the perceived quality of sustainable initiatives, brand association, and brand loyalty on sustainable initiatives towards sustainable brand equity. There are 448 respondents involved from both Malaysia and Indonesia. Using PLS-MGA, this study identified that brand loyalty on sustainable initiatives and brand association are significant predictors of sustainable brand equity. Findings from this study also indicate that no group (i.e., Indonesia and Malaysia) is significantly larger than one other in the path coefficient score. However, using an independent sample t-test, the study indicates that the oil and gas industry has better sustainable brand positioning amongst Malaysia’s local community than Indonesia.

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Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

Cited by 19 publications

References 101 publications

Enhancing brand experience in the online social media network context: a contingency perspective

Enhancing brand experience in the online social media network context: a contingency perspective

Finding reasons to choose a campus: The impact of social media and brand strategy

Communicating Sustainable Brand Equity in a High Carbon Footprint and High-Risk Sector: Comparing Malaysia and Indonesia Oil and Gas Industry

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